This celebrity is too rich

Chapter 177 Pit fee

"Today's second item..."

As Li Chuan said, he took a dark blue gift box from the staff and put it on the table: "This, do you know what it is?"

"Does Meiqi know? What is this?" Li Chuan turned his head and asked Meng Meiqi.

"West... Lake... card."

Meng Meiqi looked at the outer packaging of the gift box, read out the brand name on it, then shook her head, and said, "I know West Lake, West Lake brand... I don't know."

Li Chuan smiled, didn't say much, and asked the camera again: "Does anyone know in the live broadcast room?"

【do not know! 】

【? ? ? ? ? 】

【West Lake Longjing! 】

【West Lake Longjing! 】

【West Lake Longjing! 】

【? ? ? 】

【West Lake Longjing, don't you know this? 】

【…】

"Sure enough, many people know about it. That's right, this is West Lake Longjing!"

After Li Chuan finished speaking, he asked Meng Meiqi again: "West Lake Longjing, Meiqi should know about it."

"Ah."

Meng Meiqi nodded, and said, "I've heard of it, but I haven't tried it... I don't like tea very much."

"I don't like tea, but milk tea, right?" Li Chuan said with a smile on his lips.

Meng Meiqi was taken aback when she heard the words, then blushed, lowered her head, and stopped talking.

She knocked off her false eyelashes because of drinking milk tea just now, which caused the delay of the live broadcast. Li Chuan mentioned the word "milk tea" at this time, which made her feel quite ashamed.

After Li Chuan finished speaking, he ignored Meng Meiqi's reaction, and continued to face the camera: "The Chinese New Year is coming soon, you go to the elders' house to visit relatives, to the leader's house to visit, always bring something to the past, go to the elders, the leader's house, What is appropriate to bring?"

Li Chuan patted the gift box on his hands and said, "Tea is a very good choice."

"West Lake Longjing, I believe everyone has heard of it, and there must be quite a few people who have drunk it, so I will briefly introduce it."

"West Lake Longjing is a kind of green tea. It is the first of the top ten famous teas in China. It has a long history and can be traced back to the Tang Dynasty. It has been more than 1000 and [-] years ago. Emperor Qianlong of the Qing Dynasty loved this tea most. , he named the eighteen tea trees in front of the Hugong Temple at the foot of Shifeng Mountain as "Royal Tea". One of the typical representatives of Chinese tea culture..."

"Of course, the above are all official words. From a practical point of view, West Lake Longjing is famous enough. After brewing, it is green in color, fragrant, sweet in taste, and beautiful in shape. Whether it is a gift or drunk by yourself, it is very suitable. .”

"This one in my hand is the most authentic West Lake brand Longjing, special selection, gift box, there are two boxes inside, each box is 50g... Take a look, the inside and outside packaging is very beautiful, very noble feeling , isn't it quite a face to take it out as a gift?"

"Okay, let's not talk nonsense, the price of this West Lake Longjiang official flagship store is 399, you can take a look, this is a picture we took in a certain cat."

Li Chuan pointed to the big screen behind him, and continued: "Today, in my live broadcast room... I will cut off 100 yuan for you, 299! Is that okay?"

"Well... I don't need to look, I know that you guys will say no, I hope everyone will be more rational, West Lake Longjing, a big brand, you don't have to worry about selling, it's impossible to cut off so many, 299 is fine."

【? ? ? 】

[Fuck! 】

【boarding! 】

【Can't! 】

【boarding! 】

【boarding! 】

【Up link! ! 】

【? ? ? 】

【…】

"Oh, really, I've spoiled you all... Forget it, I'll give you another 30! 269! Is that okay?"

"I don't care if you can do it or not, get in the car!!!"

Li Chuan's sudden turn caught the staff at the center console by surprise, and the exciting background music started after two or three seconds.

Wang Chengyong: "[-] orders!"

Li Chuan: "[-] orders! Five seconds, [-] orders. Your hand speed is too fast. How do you usually practice? Have you been single for too long?"

Wang Chengyong: "Twenty thousand orders!"

Li Chuan: "[-] orders! Well, I prepared [-] orders for you. I thought it would be enough, but seeing the current situation, it is really not certain..."

Wang Chengyong: "Thirty thousand orders!"

Li Chuan: "In 40 seconds, [-] orders! And the last [-] orders! The speed is too fast, hurry up if you don't get it..."

Wang Chengyong: "Forty thousand orders!"

Li Chuan: "There are still [-] orders left!"

Wang Chengyong: "There are four thousand orders!"

Li Chuan: "There are still [-] orders! This is the last chance!"

Wang Chengyong: "There are still fifteen hundred orders."

Li Chuan: "The last fifteen hundred orders!"

Wang Chengyong: "It's gone, it's gone, it's gone."

Li Chuan: "Clear the outstanding ones!"

"..."

The second product was sold out, and the sales increased by more than 1000 million.

The first product plus the second product has a total sales of more than 3000 million.

Two products, more than 3000 million... Compared with the "one product, 5000 million" of "Taobao New Year's Day", the efficiency seems to have dropped a lot.

However, such a comparison is meaningless.

During the Taobao New Year’s Day, although Li Chuan sold 5000 million yuan for one product, he was selling Wuliangye, a famous wine with a high unit price and relatively easy to sell. Although the sales went up, the actual money he earned was not much. The profit margin is only 6%.

5000 million, 6%, actually less than 300 million in hand; more than 3000 million, with a profit margin of about 30%, actually close to [-] million in hand, which one is better?
Obviously the latter!
What is the purpose of live streaming?
make money!

What's the point of selling more products that don't make money?
Hmm...it may be meaningful, but it's definitely not as real as the real money you actually got!

For the third product, Li Chuan sold a rather strange thing - a heated mattress.

Although the theme of this live broadcast is "New Year's Shopping Festival", it is impossible for him to sell New Year's goods all the time, and he still has to sell daily necessities.

New Year's Day... as long as the proportion of New Year's goods is more than 50%, it is not off topic.

Heated mattresses, as the name suggests, are mattresses with heating functions, which include two modes: electric heating and self-heating.

The principle of electric heating is similar to that of an electric blanket. It can generate heat when it is plugged in, and it can also be adjusted by itself; self-heating is more powerful, and it can heat itself without plugging in electricity or using any external force. I can't tell for a while.

In order to realize the "self-heating" function, the manufacturer adopted a number of technologies and materials, which eventually made the cost of a mattress exceed 2000 yuan.

The cost is so high, and the price is of course not cheap. A mattress costs 3599... Li Chuan frowned when he saw this price before.

A mattress costs 3599, which is too expensive!

Although this mattress uses a lot of high-tech materials to achieve "self-heating", the "self-heating" function itself is very tasteless.

An ordinary mattress can also be heated automatically if a person lies on it, covers it with a quilt, and stays for a while... So, is there any need for the "self-heating" function?
'Isn't this pure IQ tax! '

When Li Chuan saw this product for the first time, this sentence popped into his mind.

He didn't intend to sell this kind of IQ tax product, but the manufacturer of this mattress is his old cooperative brand-Xi Gravity, which is the brand of air fryer and wall breaking machine he often sells.

This heated mattress is a new product launched by Segravity at the end of last year. It is still in the market creation stage. Their slogan is very loud, saying that they want to "subvert the market".

Li Chuan didn't believe this, so he didn't want to sell it.

However, the boss of West Gravity offered a 60% profit margin on his own initiative, and begged him for a long time, and almost knelt down to him in the end.

He really had no choice but to reluctantly agree.

However, the sales of this heated mattress were as he had expected, and only sold more than 400 orders within a minute.

Not only that, the three words "IQ tax" are still being used in the barrage, and the popularity of the live broadcast room has also dropped a lot.

Seeing this, Li Chuan made a quick decision and changed to the next product.

Although Gravity is his old cooperative brand, and the product quality is good, the relationship between them is limited to ordinary business cooperation, not strategic cooperation.

If the product cannot be sold, it cannot be sold. It is impossible for him to ruin his reputation for an ordinary partner.

He is not afraid that West Gravity will find fault with him. First, he did not sign a sales contract with West Gravity, and second, he confiscated West Gravity's pit fee. After all, no one else can control it.

Speaking of pit fees, Li Chuan has one particularly commendable point, that is, he has never collected a penny of pit fees since he started live broadcasting.

In fact, with his current rank, if he wants to charge a pit fee, 20 is just the starting price;

This is a lot of money, and the reason why he gave it up was because he was afraid of the situation of "heating the mattress".

There is no pit fee, he can sell all the products he wants, or he can’t sell them if he wants to, and he can withdraw as soon as he sells half of them; but once the pit fee is charged, he can’t be so willful.

After charging the pit fee, he has to sell, not only to sell, but also to introduce it very carefully. Even if the product cannot be sold, the audience is disgusted, the popularity is lost, etc., he has to grit his teeth and sell it. There is only one reason—— He took the money.

It's only natural to take money to do things; if you don't do things with money, or if you don't do things well, then wait for disaster... Others will definitely retaliate.

The means of retaliation, not to mention anything else, just to publicize and announce it to you, you can't bear it.

In the future, in the two years from 2019 to 2020, the live broadcasting industry has seen frequent chaos, and many scandals have been exposed, a large part of which is caused by brands looking for trouble from the anchors.

Many celebrities or Internet celebrities charged pit fees and refused to sell them, or they sold them with a particularly crotch... In a more famous case, there was a pheasant brother who charged 50 pit fees, and finally sold them for only 5000 yuan; presided over by Wang People charge a pit fee of 76.4, and the return rate reaches [-]%. Once this kind of news broke out, their way of live broadcasting with goods was basically cut off.

The reason is very simple. Manufacturers and brand owners are not fools. Even if the news is unconfirmed, they are afraid of being cheated. There are so many anchors with goods in the market, why do they have to find some "bad anchors"? ?
From the perspective of "bad anchors", there are no manufacturers or brand owners looking for them to bring goods, and they are selling ass... This is why many celebrities or Internet celebrities suddenly disappear after a period of live broadcast. the reason.

With the lessons learned from the past, Li Chuan naturally does not want to repeat the same mistakes.

He regards "live streaming of goods" as his main business. He does not want to offend manufacturers and brand owners, and pays more attention to the audience's reputation, especially since he is still in the development stage and cannot make major mistakes.

With this in mind, he resolutely gave up the income of "pit fee" and adopted a "pure commission model".

The "pure commission model" is to only charge a commission. If you sell a piece, you will get a piece of money. If you can't sell it, you won't get a penny... In this model, if you sell more, both parties will win, the anchor is happy, the manufacturer and the brand The merchants are also happy; although they are not happy about the less sales, both parties have nothing to lose, and the manufacturers and brand owners will not find fault.

The "pure commission mode" will be the mainstream of the live delivery industry in the future. Because it has less trouble and low risk, it is very popular among all parties... By 2022, many top delivery anchors have also given up the pit fee and adopted " "Pure commission mode" to cooperate with manufacturers and brand owners.

Li Chuan is now in place in one step, stepping into the mainstream of the future ahead of schedule.

"The next item, I have prepared a piece of clothing for everyone. Is it the Chinese New Year? It's a new year and a new atmosphere, so it's time to change into new clothes."

Li Chuan said, clapped his hands, and said, "On the model!"

Two young beauties with tall stature and outstanding temperament came to the camera, no need to ask, they must be Zhou Linlin and Wang Yuting.

Zhou Linlin and Wang Yuting have successfully transformed into anchors with goods at this time.

They premiered on Douyin on January 1, the day before the "Taobao New Year's Shopping Festival".

At that time, Li Chuan was busy with Bai Jingting, Ma Wenqi and others on the line, so he did not monitor it, but he also checked the relevant data later.

Live broadcast duration: 6 hours and 33 minutes
Viewers: 102.6 million

Peak popularity: 2.4 million

Average popularity: 1.1

Average customer unit price: 67.5 yuan

Conversion rate: 2.5%
Total sales: 173.1 million

The first live broadcast broke one million, which is definitely an ideal result, but there are also many problems in it.

First, the real traffic of Zhou Linlin and Wang Yuting is not that high. The 102.6 million audiences mainly rely on paid traffic.

After all, Zhou Linlin and Wang Yuting are premiering, and they are still on Douyin. The company should give some support.

On the day of the first broadcast, the company invested 11.2 paid traffic on them, and the traffic accounted for about 70%. If this part is excluded, the average popularity of Zhou Linlin and Wang Yuting is actually only three to four thousand, and the total sales will also drop. to about 50.

Second, Zhou Linlin and Wang Yuting only sell women's clothing, and the return rate of women's clothing is very high, generally above 30%, 40% is considered good, and 50% is the most common.

The return rate of Zhou Linlin and Wang Yuting's first broadcast was 47.9%, which was less than 50%, but it was almost the same.

As a result, the total sales were directly halved, falling back to 90.1.

However, this is not a big problem, after all, the entire live broadcast is still profitable.

The average profit margin of Zhou Linlin and Wang Yuting's first broadcast is 32.3%. The actual sales are 90.1 yuan, and the calculated profit is 29.1 yuan... After deducting platform deductions, paid traffic and other expenses, the final net profit is 16.2 yuan.

The share ratio that Zhou Linlin and Wang Yuting signed with the company is 20%. Therefore, of the 16.2 net profit, they can get 3.24, an average of 1.62 (before tax) per person, and the remaining 13 or so, all belong to the company.

If the share to the operating personnel is excluded, the net profit is around 11.

A live broadcast made a profit of 11 for the company, which is quite good.

Zhou Linlin and Wang Yuting were able to do this mainly because of their relatively high conversion rates.

The conversion rate of 2.5% was far beyond Li Chuan's expectation.

You know, the first time he brought goods on Douyin, the conversion rate was only 1.7%. Zhou Linlin and Wang Yuting did better than him in this regard.

Li Chuan also felt that this pair had a promising future, so he brought them to his live broadcast room just now, planning to give them a wave of popularity and support.

(End of this chapter)